eCOMMERCE

Increased a Wine eShop’s CTR (Click Through Rate) from 6.7% to 35.1%

Overview

Client: Wine Office
Industry: Wine / hospitality
Scope: Customer research, messaging strategy, copywriting, landing page design
Goal: Increase qualified click-through into the eShop
Test setup: 50/50 server-side A/B split between the original homepage and the new landing page
Traffic sources: Google Business Profile, Facebook, Instagram
Result: Primary CTR (click-through rate) increased from 6.7% to 35.1% — a 424% improvement over the original CTR, a 5.2x CTR increase.

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Slide 1

Head title and story

To Attract Attention with the Right Words

The Problem to Solve

Wine Office had a strong in-person business as a wine bar in Prague, but its eShop was underperforming. The existing homepage looked modern and functioned well enough, yet it simply wasn’t selling enough to justify the cost of running it. As the co-founder Dominik had put it by saying “It’s pretty much dead.”

For traffic arriving from Google Business Profile, Facebook, and Instagram, the path into the eShop was too easy to miss from its web homepage. The experience lacked a clear value proposition, strong buying motivation, trust-building support, and a focused conversion path.

Our Approach

We set out to test whether a dedicated, sales-driven landing page (LP) could outperform the original homepage in brining in people to the eShop.

Our work included:

Customer research + AI-enhanced desktop research
Clear messaging strategy
Specialist copywriting with focus on using the right stories to tell with the right words
Landing page design with solid usability practices

Using a Lean UX proto-persona framework, we interviewed the co-founder, Dominik, who also works as the bar’s sommelier and interacts with customers daily. That direct exposure to customer motivations, frustrations, and buying behaviour made him a strong source of insights. This guided the LP’s messaging, value propositions written, trust elements, and CTA (Call-To-Action) strategy. This was coupled with AI as our copilot navigating through thousands of case studies similar to it, supporting with speed and data to base our decision-making.

What We Changed

Instead of relying on broad homepage messaging, we created a dedicated landing page (existing within the same domain name of “wineoffice.cz”) built specifically to drive qualified visitors into the eShop.

The new single-scroll-1-page focused on:

Clearer value proposition
Stronger headline and CTA hierarchy
Trust-building sections and testimonials
Messaging based on real customer insight
Smoother path from interest to click-through

We also structured measurement around:

Primary conversions: clicks into the eShop
Secondary conversions: clicks to the bar website or menu
Tertiary engagement: supporting interaction signals

Results

Improved the CTR by 5.2X: The original homepage generated a 6.7% primary CTA (Click-Through Rate). The new landing page achieved a 35.1% primary CTR.

That’s a 424% improvement over the original CTR, or a 5.2x increase in CTR.
41.8% secondary conversion CTR: The landing page also produced a 41.8% secondary conversion CTR, showing stronger engagement with the wider Wine Office offer.

This was proven by the below stats of the number of clicks:

- To view the wine menu
- To enter into the Brand Homepage
- To view the Bar’s location on map